Fashion retailer Coast will open its biggest store on Friday – a £1 million outlet in London’s Oxford street
Customers will be invited to make appointments with friends and be served drinks while trying on clothes
About a third of the store, which is four times the size of a typical Coast outlet, has been devoted to fitting rooms.
But the range has also increased by 40 per cent compared with a typical store to reflect better the products available online.
Margaret McDonald, managing director at Coast, said: ‘The fitting room experience is critical.
‘We have found that the longer customers spend trying on clothes, the more likely they are to buy.’
The brand is best known for its clothes for special occasions, but has recently tried to broaden the range.